Las Vegas Bighorns Campaign Book
Thesis Project Campaign Book with select page spreads This is my thesis project presented in the form of a campaign book for a fictional ice hockey franchise. Investors and stakeholders wanted to bring ice hockey back to Las Vegas after the previous franchise folded.They desired a complete rebranding package including a new name, new face, and a new identity. This book is the culmination of my efforts. It's purpose is to inform the clients about the research, development, results, and plans intended, in order to achieve the desired result. In other words, this campaign book presents the solutions to the design problems that needed to be solved.
Masters Thesis Project
Competitive Analysis
This two page spread is part of the research phase, which needs to be conducted before design work can begin. The Competitive Analysis is a tool used to gather information about the industry and the possible competitors, within the target market. In this example, the Las Vegas Bighorns have no direct competitors in the market, but the indirect competition is incredibly strong. Here I incorporated key individuals from each competing industry by applying an angled effect to the composite. This technique provides the spread with a dynamic and energetic treatment.
SWOT Analysis
This two page spread is yet another tool used to gather important information prior to any design work. It's called a SWOT Analysis and it identifies the Strengths, Weaknesses, Opportunities, and Threats. These are broken down even further into Internal and External. Internal issues are things that can be controlled within a company, while external issues or forces that exist outside of a company and cannot be controlled. The hockey imagery used here is fitting, as the goalie attempts to protect the company from threats and weaknesses.
Logo Development
The logo shown was the result of numerous iterations followed by several surveys conducted. The surveys were used to test the designs for appeal and identification with the brand. The final logo shown, along with its various treatments, was not the initial direction. But with the help of surveyed individuals and lot of iterations, informed decisions and logical choices could be made. This really helps to achieve better designs. This design features a graphical treatment of the sheep's bighorn. The slivers of light radiate from the center of the Las Vegas star and across the horn create the sense of speed and energy.
Media Assets
Here are a few media asset prototypes that I created for the campaign. The idea was to reach the target demographic at various touch points, with the proper messaging for the campaign. The bus stop poster was created in order to target local Las Vegas commuters, who use public transportation. The ESPN magazine cover was intended to give the Las Vegas Bighorns brand maximum exposure. The tag lines "Strap Up!" and "We're Back in Play!" are meant to prepare the fans for the arrival of the new team and to get them hyped up and excited about.